Winter tourism in Italy: a year of contradictions and stenitability

Mountain tourism in Italy recorded a slight drop in the first quarter of 2025 compared to the same period of 2024, with about 8.2 million Italians who have chosen the snow as a destination for the holidays. Albeit downhill compared to 8.9 million of the previous year, the data is however significant, with 2.3 million tourists that only one weekend in the mountains have been allowed, e 5.9 million who opted for a white week. Despite the drop in appearances, the sector continues to show resilience, but with an impact on the turnover, which has gone from 6.1 billion euros in 2024 a 5.8 billion euros in 2025.

The influence of Easter and the changes in behaviors

A decisive factor of this contraction is the Easter date: if in 2024 the holiday fell the 31 Marzo, this year on April 20 limited the period available for winter holidays. This has influenced the number of tourists and the duration of their stay in ski resorts. However, as pointed out in Tecnè-Federalberghi report, The year is not to be considered negative, given that the President of Federalberghi Bernabò Bocca He said that "the seal of the season seems to be done", despite the difficulties deriving from the lack of snow and the increase in the costs of life.

The housing and favorite activities

Italians continue to prefer hotel e bed & breakfast, chosen respectively by 36,2% and from 22,8% of tourists. Follows the 15,6% which opts for the reception at homes of friends and relatives, while the 13,6% It prefers the charm of the Alpine shelters. Despite the uncertain climate, the main activities during the white weeks remain the relax (for the 63,7%) and the walks in nature (for the 61,2%). In addition, the 56,8% Tourists took advantage of the holiday to discover the typical flavors of the mountain resorts. There most tourists He went to the northern Italy (for the 73,7%), while only the 22,3% chose the center-south and the 3,9% He opted for foreign locations.

The challenges of the sector and future prospects

Despite the difficulties, the winter tourism sector has shown signs of adaptation. Due to the caravan, tourists spent on average 675 euros for a white week e 273 euros for a weekend, an increase compared to the previous year. However, the question was mainly hindered by lack of economic resources: il 54.4% of Italians He decided not to start, mainly because of financial difficulties.

The role of sustainability and price containment

In a context of growing economic difficulty, the data confirm the importance of the policies of price containment implemented by accommodation facilities. Mouth highlighted how the 72% of the expenditure Linked to the holidays he remains in the area, making an important contribution to the local economy. This sign of resilience suggests that, despite the difficulties, the demand for winter tourism in Italy maintains a certain strength, especially if we consider the initiatives to improve sustainability and services offered to tourists.

A reheartered sector with new perspectives

Despite the slight contraction, the winter tourism Italian has shown a remarkable resilience. The policies of price containment and attention to sustainability They were key elements to maintain the attractiveness of mountain destinations. Albeit the drop in appearances and in turnover He has raised some challenges, the local economy and the prospects for adaptation to the growing awareness of tourists suggest that the sector can continue to grow.

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